İşgörenlerin kariyer planlamasında işveren markasının rolü: Otel işletmeleri örneği The role of the employer brand on employees' career planning: The case of hotel businesses
Big data in hotels is crucial in new business models, processes and methods for improving innovative organizational performance. This study investigates how big data and its sharing directly impact innovative organizational performance through big data analytics capabilities. Research data collected from 438 participants at 36 five-star hotels were analysed using structural equation models. The analysis found that using and sharing big data in hotels directly affects big data analytics capabilities and innovative organizational performance. Furthermore, analytical capacities mediate between using and sharing big data and creative organizational performance.These results have some theoretical and practical implications.
Purpose
This study aims to examine the relationship between digital transformation (DigiTr), innovation and human resources planning (HRP) in hotels to investigate the impact of DigiTr on innovations and HRP and to test the mediating impact of innovation on the DigiTr-HRP relationship.
Design/methodology/approach
The authors used a quantitative research method in this study, specifically by conducting a hybrid face-to-face and online survey to collect data from 462 human resources (HR) managers, department managers and HR professionals at four- and five-star hotels in Turkey. The structured questionnaire assessed DigiTr, innovations in business models, services and processes and quantitative and qualitative changes in HR. The authors used covariance-based structural equation modeling to test the hypotheses.
Findings
DigiTr affected both innovations and HR planning in hotels, and also the effect of innovations on HR planning. In addition, DigiTr and innovations increased qualitative changes in HR planning but reduced quantitative changes. Finally, innovations mediated the relationship between DigiTr and HR planning.
Practical implications
These findings indicate that employers and employees need to be aware of developments in employment in the tourism industry, as these can significantly impact HR planning via DigiTr and innovations.
Originality/value
This study differs from the existing literature by providing empirical evidence to fill the knowledge gap regarding how DigiTr and innovation affect HR planning.
İşveren markası hem yetenekli potansiyel adaylar hem de nitelikli işgörenler için çekicilik yaratan önemli bir değerdir. Z kuşağıdakilerin işveren markası algısı, etkileyici bir kariyerin ilk adımı için işyeri seçiminde belirleyici bir rol oynayabilmektedir. Araştırmanın temel amacı, otel işletmelerinde Z kuşağındaki işgörenlerin işyeri seçiminde işveren markasının etkisini belirlemektir. Araştırmada işveren markasının boyutları değer algısı, kariyer ve gelişim olanakları, kurumsal itibar, ekono-mik unsurlar, çalışma koşulları ve sosyal unsurlar olarak belirlenmiştir. Veriler Antalya ve Muğla Bölgelerinde uluslararası ve ulusal marka otellerde Z kuşağı işgörenler (661 kişi) ile yüz yüze görüşülerek anket formu aracılığıyla toplanmıştır. Veri-lerin analiz için Yapısal Eşitlik Modeli (YEM) kullanılmıştır. Sonuç olarak, bulgular otel işletmelerinde Z kuşağındaki işgören-lerin işyeri seçiminde işveren markasının etkili olduğunu göstermektedir.
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